Professional Best Practice

Professional Development

Writing for the Web

Description

The way we use the Internet has radically changed the way we read. In fact – when it comes to the Internet – we don’t read.

There’s so much information online, we’ve adopted the ability to scan pages rapidly looking for key points. Studies have shown that around 72% of every page remains unread. And only the top few lines are actually viewed in a way we understand as ‘reading’. Only 16% of visitors actually ‘read’ a page word-by-word.

The Internet has completely overturned many of the traditionally accepted rules of journalistic and commercial writing.

What’s more, ‘scanning’ is gradually permeating back into the way we view other types of media – such as newspapers and magazines. It’s highly probable that the art of reading will soon be confined to books.

This affects the way we write web pages. It becomes a balancing act between simply listing key points, and making sure there’s enough content to hold the visitors’ interest, and satisfy search engines.This one-day workshop will present well-proven techniques to improve the quality of your online copywriting.

Prerequisites

Assumed Knowledge

No prerequisites

Skills

You will gain a holistic understanding of online copywriting best practice and be confident in taking decisions in regard to which guidelines to apply. You will be able to encourage discussion and facilitate rewriting if required

Course Content

Single page structure – Why the ‘F’

The style battle – Promotional v Concise v Scannable v Objective

Paragraphs – length and content

Using graphics

Using anchors, tags and links

Using lists

Writing in 3D – structuring multiple pages

Relevance, context and repetition

Assumptions

Low-level literacy users

Search engine optmisation, keywords and phrases

Helping the visitor find what they need

Use of numbers

Writing for newsletters

Developing your site for inbound PR

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Please keep me updated in the future with information on new courses available from TTS.